, measurement and scalingtechniques , what is measurement? , types of measurement scale , nominal scale , ordinal scale , interval scale , ratio scale , reliability , techniques for measuring attitude , social distance scale , three criteria for good measurement , validity , sensitivity , attitude measurement , attitude as a hypothetical construct , thurstone equal appearing interval scale , semantic differential

1. Measurement and
Scaling
Techniques

2. What is measurement?
Measurement is the assignment of numbers to objects or events
according to rules.
Measurement is the systemic assignment of number to a set of
observations to reflect the status of each number of the set in terms of
the variable property.
Measurement may be viewed as a procedure in which one assigns
numerical numbers or other symbols, to empirical properties according
to rules.
By measurement we mean the process of assigning numbers to objects
or observations, the level of measurement being a function of the rules
under which the numbers are assigned.

3. Types of Measurement Scale
There are four types of measurement scale:
1. Nominal Scale
2. Ordinal Scale
3. Interval scale
4. Ratio Scale

4. Nominal Scale
A scale in which the numbers or letters assigned to objects serve as
labels for identification or classification.
The number 10 in Barcelona Football club represents……..
The number 2 in Bangladesh cricket team represents………

5. Ordinal Scale
A scale that arranges objects or alternatives according to their
magnitudes.
A typical ordinal scale in business research asks respondents to rate
career opportunities, brands, companies or the like as excellent, good,
fair, or poor. Researchers know excellent is higher than good but they do
not know by how much.

6. Interval scale
A scale that not only arranges objects or alternatives according to their
magnitudes but also distinguishes this ordered arrangement in units of
equal interval.
If a temperature is 80, it can not be said that it is twice as hot as 40. the
reason for this is that 0 does not represent the lack of temperature, but
a relative point on the Fahrenheit scale, only that the interval distance is
double time greater.

7. Ratio Scale
A scale having absolute rather than relative quantities and possessing
an absolute zero, where there is an absence of a given attribute.
A person has zero ounces of gold, we understand the zero value for
weight. In the measurement of temperature , the Kelvin scale (a ratio
scale) begins at absolute zero, a point that corresponds to -273.16 on
the Celsius scale (an interval scale).

8. Three criteria for good
measurement
1. Reliability
2. Validity
3. Sensitivity

9. Reliability
The degree to which measures are free from error and therefore yield
consistent results.
Test of Reliability:
Test retest method: The administering of the same scale or measure to the
same respondents at two separate points in time in order to test for
reliability.
Split-half method: A method of measuring the degree of internal consistency
by checking one half of the results of a set of scaled items against the other
half.
Equivalent form method: In the equivalent form method two alternative
instruments are designed to be as equivalent as possible. Each of the two
measurement scales is administered to the same group of subjects. If there
is high correlation between the two forms, the researcher concludes that
the scale is reliable.

10. Validity
The ability of a scale or measuring instrument to measures what it is
intended to measure.
Test of Validity:
Face (Content) Validity: Professional agreement that a scale logically
appears to accurately measure what it is intended to measure.
Criterion Validity: The ability of some measure to correlate with other
measures of the same construct

11. Sensitivity
A measurement instrument’s ability to accurately measure variability in
stimuli or responses. Example: Agree or disagree another on Strongly
Agree, mildly agree, neutral, disagree, mildly disagree, strongly
disagree.

12. Attitude Measurement
An enduring disposition to consistently respond in a given manner to
various aspects of the world. It composed of affective, cognitive, and
behavioral components.
The affective component reflects an individual’s general feeling or
emotions towards an object.
The cognitive component represents one’s awareness of and
knowledge about an object.
Behavioral component includes behavioral expectation and intention.
Rahim loves working at Square. He believes it’s clean, conveniently
located, and has the best wages in the town.

13. Attitude as a Hypothetical
Construct
Hypothetical Construct: A variable that is not directly observable but is
measured through indirect indicators, such as verbal expression or overt
behavior.

14. Techniques for Measuring
Attitude
Ranking: A measurement task that requires that the respondents rank
order a small of activities, events, or objects on the basis of overall
preference or some characteristics of the stimuli.
Rating: A measurement task that requires the respondent to estimate
the magnitude of a characteristic or quality that an object possesses.
Sorting: A measurement that presents a respondent with several
concepts printed on cards and requires the respondent to arrange the
cards into a number of piles to classify the concept.

15. Attitude Rating Scale
Likert Summated Scale: A measure of attitudes designed to allow
respondents to indicate how strongly they agree or disagree with
carefully constructed statements that range from very positive to very
negative toward an attitudinal object.
Mergers and acquisitions provide a faster means of growth than
internal expansion.
Strongly Agree Disagree Uncertain Agree Strongly Agree

16. Social Distance Scale
A technique for measuring the willingness of people to participate in social
relations with other kinds of people.
Let’s say we are interested in the extent to which U.S Christians are willing
to associate with , say, Muslims. We might ask the following question:
1. Are you willing to live in the same country as Muslim?
2. Are you willing to live in the same community as Muslim?
3. Are you willing to live in the same neighborhood as Muslim?
4. Are you willing to live in next door to a Muslim?
5. Are you willing to let your child marry a Muslim?

17. Thurstone Equal Appearing Interval Scale
The concept that attitudes a vary along continua and should be
measured accordingly.
Construction of a Thurstone Scale is a rather complex process that
requires two stages.
The first stage is a ranking operation, performed by judges, who assign
scale values to attitudinal statements.
The second stage consists of asking subjects to respond to the
attitudinal statement.

18. "Best Possible Life"
10
9
8
7
6
5
4
3
2
1
0
"Worst Possible Life"

19. Semantic Differential
An attitude measure consisting of a series of seven point bipolar rating
scales allowing response to a concept.